Top Brands in Total Quality: How Does This Help Predict Future? asks Strategic Vision
SAN DIEGO -- June 30, 2014: Strategic Vision has released the results of its 19th annual Total Quality Index™ (TQI) study with thought-provoking results. “What we learn from this year’s Total Quality results is the need for complete understanding of how buyers are influenced and it’s not just by counting problems. TQI absolutely offers a glimpse into the future, as it did seven years ago when we headlined our TQI results, ‘… Perceived Quality the New Paradigm …’ where we predicted Hyundai’s successes through 2013,” says Alexander Edwards, President of Strategic Vision. “Back then, many people may have questioned our 2007 results, but no one can deny the success Hyundai enjoyed. With all the attention on furthering Alternative Powertrains (APT) (plug-in electrics, hybrids, etc.), the most competitive landscape in history, Tesla Model S being the Best Model in Total Quality, and Kia being one of the Best Brands, it seems very predictive to pay close attention to the Total Quality concept of measuring how customers judge quality,” continues Edwards.
“Quality is much more than simply counting problems and watching for the horse race”
Audi and Jaguar shared leadership as the best Luxury brands in Total Quality and remarkably, Kia had the highest Total Quality score of non-Luxury brands. “All I can say to manufacturers is prepare to listen carefully to what car buyers are saying through these scores, be nimble and include ‘True Innovation’ that is bold and smart,” says Christopher Chaney, Strategic Vision Senior Vice President. “Tesla built a vehicle that generated love in attributes that were most important to segment buyers. Tesla isn’t an electric vehicle that just has good features, but instead it’s a luxurious sports sedan that has ‘True Innovation,’ as well as a rocket-like speed and drive feeling, that just happens to be an electric vehicle. I would call on all manufacturers looking toward electrification to implement a mantra of building super cool transportation that impresses the heck out of customers, and ‘happens to be electric.’ Very few people are looking for an overpriced electric breadbox/toaster with nothing cool. Consumers are powerful, have the Internet and know how to use calculators,” continues Chaney.
Audi’s unique exterior styling and interior appointments helped it produce segment winners A5 Coupe, Q5 and Q7. Jaguar did not have a segment leader, but had several models ranked very high and likewise gave customers something uniquely appealing. The Kia brand has come on strong with segment winners Soul and Optima, with models strong in youthful, cool styling cues and that not only make a strong statement but offer a solid foundation of quality. As if to highlight these results, although not included in this TQI analysis, Strategic Vision’s New Vehicle Experience Study (NVES) data shows the Kia K900 as taking some sales from luxury brands.
The Strategic Vision Total Quality Index score is a holistic measure that encompasses positive and negative product experiences including reliability, actual problems, driving excitement and other measures that collectively are energized by the emotional response associated with the aggregate of all those experiences – hence Total Quality. “Quality is much more than simply counting problems and watching for the horse race,” says Darrel Edwards, Ph.D. Founder and Executive Chairman of Strategic Vision. “When we declare Total Quality rankings, you’re seeing results of something meaningful and predictive, which are the result of measuring what matters to the customer. We use discriminating survey scales that capture the contraction of values and emotions: Love-it, Delightful, Excellent, Satisfactory, Unsatisfactory, a Failure and Hate-it,” says Dr. Edwards who promoted use of the scale decades ago.
In addition to the vehicles mentioned, other manufacturers like Volkswagen continue leading with Golf and other models. Chrysler continues a strong presence in Dodge Dart, a Small Car Segment co-leader with Mitsubishi Lancer, and Dodge’s Charger and Durango models in their segments. Ford continues to improve and in this study having segment winners C-MAX Energi, Flex and Expedition with Lincoln MKZ Hybrid. Strategic Vision’s study of Total Quality not only reflects how owners experience quality, but also offers a look into the future of what is needed to sell. Toyota/Lexus had segment leaders Tundra, IS Sedan and GX 460 and still provides class-leading foundational attributes of quality. These elements should not be counted out according to researchers. Likewise, other domestics are staying close with GM having four leaders, despite recent challenges.
Based on Strategic Vision’s quantitative “ValueCentered®” NVES study of 38,361 owners the Total Quality Index results presented contain the number one ranked vehicles in Total Quality in their segments as rated by new vehicle buyers:
|Small Car||Dodge Dart/Mitsubishi Lancer||873/873|
|Small Multi-Function Car||Kia Soul/Volkswagen Golf||882/882|
|Small APT Car||Ford C-MAX Energi||865|
|Mid-Size Car||Subaru Impreza Sedan/Kia Optima||922/920|
|Mid-Size Multi-Function Car||Honda Accord Crosstour||885|
|Mid-Size APT Car||Chevrolet Volt||863|
|Full-Size Car||Dodge Charger||912|
|Near-Luxury Car||Lexus IS Sedan||938|
|Near-Luxury APT Car||Lincoln MKZ Hybrid||902|
|Luxury Car||BMW 6-Series Gran Coupe||937|
|Luxury Multi-Function Car||Volvo XC70||897|
|Specialty Coupe||MINI Cooper Countryman||915|
|Premium Coupe||Chevrolet Corvette Coupe/Audi A5 Coupe||930/929|
|Standard Convertible||MINI Cooper Roadster||931|
|Premium Convertible/Roadster||Mercedes SL-Class||957|
|Standard Pickup||Honda Ridgeline||845|
|Full-Size Pickup||Ford F150/Toyota Tundra/GMC Sierra 1500||892/891/890|
|Heavy Duty Pickup||F250/350/Silverado 2500/3500/Ram 2500/3500||868/867/866|
|Entry SUV||Jeep Wrangler Unlimited||870|
|Entry CUV||Hyundai Tucson||887|
|Mid-Size SUV||Dodge Durango||889|
|Mid-Size CUV||Ford Flex||915|
|Full-Size Utility||Ford Expedition||905|
|Near-Luxury Utility||Audi Q5||926|
|Luxury SUV||Lexus GX 460||933|
|Luxury CUV||Audi Q7||942|
|Best Model||Tesla Model S||963|
|Best Mass Market Brand||Kia||876|
|Best Luxury Brand||Audi/Jaguar||917/915|